Nielsen To Expand 'Co-Viewing" Measurement

Nielsen is preparing to implement its third major change to media measurement in less than two years, with a new expanded co-viewing methodology set to become official “currency” as early as September for the 2026–27 television season.

The update, which will significantly affect audience numbers across sports media, aims to better capture group viewing patterns within households. It follows a successful pilot earlier this year and builds on prior changes including expanded out-of-home measurement last year and the Big Data + Panel process rolled out in September 2025.

“This is obviously complex stuff, but our goal is still very simple: we want to be as accurate as possible, and this is the next iteration of Big Data,” Nielsen head of global sports Seth Ladetsky told Front Office Sports.

Co-viewing measures multiple people watching the same content simultaneously in one household. While already part of Nielsen’s methodology, the new system expands it by incorporating data from panel members wearing proprietary smartwatch-type devices.

The early 2026 pilot produced an average 4.19% viewership lift across several major events, including Super Bowl LX, the 2026 Winter Olympics opening and closing ceremonies, the men’s hockey gold medal game, the Daytona 500, and the State of the Union Address.

If the expanded co-viewing measurement had been in use as official currency, Super Bowl LX would have set a new record as the most-watched program in U.S. television history.